Maddex Martin is an ASU Cronkite School of Journalism student assigned to cover Eastmark High School for AZPreps365.com

While Name, Image, and Likeness, or NIL, is not a major factor at the AIA's 4A level right now, it could become more influential in the future.

As of 2021, the NCAA allows student-athletes to profit from their personal brand or likeness via social media posts or product endorsement. They cannot, however, receive payment for playing, which is against the NCAA's amateurism rules. 

Though some people may fear NIL could create talent imbalances across Arizona high school football, Eastmark head coach Jason Lyons does not share that concern.

“I’m excited for the kids, man,” Lyons said. “I come from a background where food on our plate every night wasn’t a guarantee, so to see these kids getting the opportunity, it’s amazing.”

But Lyons did stress that players must understand the risks and responsibilities that come with NIL. Mistakes involving contracts, eligibility rules, or outside influences can create problems for young athletes. Lyons hopes to guide his players toward NIL opportunities that help them grow without putting them in difficult situations, he said. 

Financial resources have played a major role in high school programs' success. Booster support, for example, often provides teams with equipment, travel accommodations, and facility upgrades. Some of the top programs in Arizona benefit from alumni who have reached the NFL. For example, Chandler High School standout and NFL defensive end Cameron Jordan has donated money and more than 100 helmets to the program. Hamilton High School has also received help from former NFL star Terrell Suggs.

Eastmark benefits from being located in a supportive and financially stable community. The school has strong booster involvement and access to consistent resources that help set its athletes up for success.

As NIL rules continue to evolve, programs will need to prepare their student-athletes to handle NIL opportunities with maturity and awareness. The AIA policies on NIL are outlined in section 15.11 in its handbook and in an NIL Training Video on YouTube. 

With community support, booster involvement, and a staff that focuses on developing players skills and minds, the program is positioning its athletes to navigate the future of high school NIL with confidence and responsibility.